Alexander Skorka

This paper examines how dashboard applications might be transformed in order to maintain interest and user attention. Although dashboards are an integral part of today’s marketing and market research environment, many dashboard applications share the unfortunate downside that, over time, the dashboard becomes less interesting and might be neglected by the user. The upside, however, is that you can do something about it. Consider the following questions: Are you backed by your senior management? Does your dashboard concept fit your corporate culture? Does your dashboard add value and does it support the user in their daily management tasks? Added Value 1: Have you decided on the right KPIs? Added Value 2: Are the data easy to understand? Added Value 3: Are you following a call-to-action approach? Added Value 4: Is your dashboard designed to gain insight? Added Value 5: Does your dashboard encourage user to take action? Do you have a dashboard vision? If you are able to answer all of these questions with ‘Yes’ right away, congratulations! You are a dashboard pro. If you can’t, here is some food for thought for you that will help transform short-term dashboard hype into a sustainable success story.

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